How much should a removals company spend on Facebook ads?

Starting costs by market

There is no setup fee. The arrangement is rolling monthly and you can cancel anytime. Ad spend is a separate cost on top of management, not included in it. If you already have an ad budget, you don't need to assume doubling it will double the bookings.

Work back from a profitable move

First, estimate what a typical booked job leaves after crew, vehicle, fuel, materials and other job-specific costs. Then work out how many extra moves you can comfortably service. Divide the month's total marketing cost by the number of extra moves you actually book: that's your cost per booked move. Compare it with the contribution, not the customer's full quote.

When should you judge the spend?

Review enquiry quality and whether you can call people back from the first week. Give later-dated moves time to progress through survey and quote before you decide whether the spend paid off. Six to eight weeks gives a more useful early read than a few days, but keep tracking pending quotes after that. Don't count an open quote as either a booking or a loss.

When to raise, hold or cut the budget

• Raise it only if suitable enquiries are booking, your crews have capacity and the full cost per booked move makes sense.
• Hold it if the leads are suitable but moves have later dates; improve follow-up and watch the quote pipeline.
• Change the message, area or form if most enquiries are outside your patch or too small for your crews.
• Pause and diagnose if nobody can answer the enquiries. More spend won't fix an unattended phone.